Cat & Jack

Opportunity:In early 2016, Target rolled out a new billion-dollar kids brand called Cat & Jack. Target Creative’s task: Bring to life a new in-house designed brand in a way that creates a lasting relationship between mom, kid and Target.

Solution:Target Creative launched a multi-channel campaign for this exclusive, “kid-designed” line of clothing. We leveraged social, video, direct mail, Target.com, experiential and influencers to turn the Cat & Jack line of kids and baby clothes into one of the largest marketing‑supported brand launches in Target’s history. To kick off the line, we created a larger-than-life playground event at Brooklyn Bridge Park featuring kid models sliding down a giant slide, while giving guests exclusive event access during the press party through a Facebook Live stream.

Results:

• The product line has exceeded sales plans to date• The brand launch at Brooklyn Bridge Park garnered twice Target’s average engagement on Facebook Live• Our Facebook Canvas ad gained 1.3 million video views, with linkshares driving traffic at launch• Paid social content earned 60.5 million impressions and 5.1 million video views• PR results for the launch alone included 150 stories and approximately 500 million impressions, with an average tone of 3.6 and an average PR recall of +52%